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To some, the distinction between an inquiry and a lead is simple. To others (especially those new to marketing), the terms seem to be used interchangeably. And to both groups, determining the quality of leads can be tricky. So, for both newcomers to the profession and those veterans already running through the difference in your minds here are some useful tips to help the process.

Published in The Marketing Edge
Wednesday, 16 January 2013 13:45

Nurturing leads: the road to B2B sales success

Although driving demand is crucial to the success of inbound business to business (B2B) marketing, it doesn't guarantee conversion. Most B2B prospects visit websites to research, not to buy in fact, only a small percentage will close a deal within the first 48 hours of contact. However, studies show that undecided and fickle prospects can make up a significant portion of future sales. For marketers, this means that each unconverted prospect potentially stands at a different point of the decision-making process and should be accordingly - and carefully - cultivated.

Published in The Marketing Edge
Wednesday, 19 September 2012 16:05

Grab a drink and take a break

Fall is a wonderful time for us to review our marketing programs - to take stock of where we stand and where we wish to bring our organizations in the upcoming year. Annual assessment provides invaluable information: recognition of past successes, guidance for future strategies and most importantly insight on how to keep delivering the best services possible.

Now is the time to take a close look at every marketing activity we've executed this year so far and to measure its performance. Most of us have some way to track our marketing efforts. Some have advanced analytical tools, while others keep a simple Excel spreadsheet with information about how new customers end up at their doorstep. Regardless of the method, the point is to trace where our leads are coming from, which were converted into business and which leads were not fruitful. Along with these factors, it's also important to consider how much effort was put into each marketing activity (time, funds), the length of the activity (is it too soon to measure it?) and how well each activity was planned and deployed. It is vital that we are honest with ourselves during this exercise, so that we can realistically determine whether it makes sense to continue with each activity in the upcoming year and, if so, what can be done to improve the process and results.

Published in The Marketing Edge

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